The Manders family from South Holland used their T-Mobile Family package to call and text each other. Their goal: to organize a fantastic birthday party for their beloved grandmother.

Their big idea was to get Granny’s favourite singer, Dutch mega-solo-artist Guus Meeuwis singing happy birthday to her.TV, social media, online, print and cinema allowed consumers to follow the ups and downs of preparations, from the initial idea to their big call to Guus and all the organisation that followed.Each family member got involved from the grandchildren to Grandfather Manders. The campaign even included a film of Granny herself (she was told she was in a documentary about Grandfather’s carrier pigeons).The campaign reached its highlight when Guus Meeuwis interrupted his sell-out stadium tour to call Grandma Manders live via his T-Mobile handset. Then Guus and 35,000 fans joined the family in singing Happy Birthday.

Campaign recall 82%.Awareness of T-Mobile Family up 24 points – an increase of 80%.45,000 new subscribers to T-Mobile Family, three times our campaign target.